Prepare the age of the enterprise with new cognitive brain research, education and tools

Copyright (c) 2009 SharpBrains

Inauguration of cognitive neuroscience research has occurred over the past 20 years – without a parallel growth of consumer awareness and appropriate professional broadcast. "Cognition" remains an elusive concept with clear implications beyond the research community.

Earlier this year, I made a presentation to health professionals at the Academy of Medicine in New York, entitled "Brain Fitness Program: How to help Consumers hoping to separate hype. "I explained that computerized cognitive assessment and training tools can do (to assess and improve the functions specific cognitive), they can not do (reduce your "Brain Age") and the current uncertainties in what they can do (for example, delayed symptoms Alzheimer). In the same symposium, Dr. Gary Kennedy, director of geriatric psychiatry at Montefiore Medical Center, provided information on why and how detect deficits in executive functions in the context of dementia.

I could perceive two tendencies in the event: 1) "The investigation is to enhance cognition more often in the form of a health, often in pharmacological, with cognitive biases in traditional medicine to focus on the detection and treatment of disease, 2) In addition, there is growing interest in developing non-invasive options and issues of general lifestyle. Cognitive research results in an increase of just are beginning to reach the consumer market, primarily through networks of health care. The opportunity is immense, but we need to ensure the market matures a rational and sustainable, both in healthcare and non-health care channel.

In January 2009, research met to 21,000 newsletter subscribers SharpBrains market to identify attitudes and behaviors toward mastery of the brain "field" (a term that we elected in 2006, based on a series of Consumer surveys and focus groups to communicate with a wider audience). More than 2,000 decision makers and early adopters have responded to the survey.

A key question we asked was: "What is the biggest problem you see in the field of brain fitness and how you think can be resolved?". Examples of survey responses listed here are free text, and my suggestions.

The most important problems in the field Brain Fitness

– Public awareness (39%): "For people to understand that the inheritance does not determine the function of the brain." We need to ramp up efforts to raise public awareness and enthusiasm for brain research, including the establishment of clear links with everyday life. We can work with initiatives such as the Week Dana Brain Foundation and the use of Recent Neuroscience Basics "materials developed by the Society for Neuroscience to give lectures at schools, libraries and workplaces.

– Claims (21%): "The lack of clear rules and definitions is confusing and makes many people skeptical." We need an easy to understand the taxonomy to help consumers and professional evaluation of claims about cognitive function, rather than diagnoses mental health. Classifications should be based on a standardized taxonomy research. However, over time we have been able to a system of "certification" depending on the target area and cognitive level of validation. Press releases usually add more confusion. We blog in-depth study results, become trusted resources for reporters confidence and new findings differ from previous ones.

– Research (15%): "Determination What activities are most beneficial for the user with minimal effort or duplication of most existing efforts. "High priority is to ensure the production of widely accepted standards (whether commercial or following a consensus process such as schizophrenia MATRICS cognitive battery) with a transparent architecture results and reports on the impact (based on brain performance, cognitive, behavioral) by age group and in relation to specific health disorders.

– Culture (14%): "Integration in the infrastructure of existing health care requires research, education and cultural change. Brain as it remains an alternative approach to the niche well cured, we have failed. "We need to improve collaboration with physicians and their professional associations.

– Evaluation (6%): "The development of standardized assessments and accessible cognitive state that could be used by individuals and organizations to put test the effectiveness of the methods of cognitive improvement. Perhaps the most effective way to bring cognitive research in ordinary conversation would be if people an annual check-brain "to provide a knowledge base (in objective functional information to monitor changes and inform interventions and diagnoses). evaluations computerized and are used in a variety of contexts, sports neuropsychology Army Traumatic Brain Injury (GER) detection. A recent report Foundation American Alzheimer asking generalized cognitive projections after 75 or even 65 years can open a public policy debate very interesting.

– Exhibition (5%), "Obtaining the information and products to all people, a reader might get in public libraries." We have a great opportunity now to help prepare the company to succeed in this age cognitive. We need to improve research and focus on public awareness and rules of this opportunity to materialize.

Dr. Reichman bill Baycrest CEO, he puts it: "We have the opportunity to make great strides in the brain of Health in the 21st century, similar to what happened to cardiovascular health in the 20th, and technology play a crucial role. "For the prediction come true, research on cognition is disseminated growing. Torkel Klingberg neuroscientist is optimistic: "In the future, we also know of cognitive function that are obsessed with calories, diets, glycemic index and cardiovascular workouts.

The ongoing process.

About the Author

Alvaro Fernandez is the Chief Executive Officer of SharpBrains, a market research and educational firm that covers applications of cognitive neuroscience to improve brain health and fitness. Alvaro is a member of the World Economic Forum’s Council on The Future of the Aging Society, and teaches at UC-Berkeley Lifelong Learning Institute. He has an M.B.A. and an M.A. in Education from Stanford University.

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